GSK restructure aims for 'fast-moving consumer healthcare' approach

Lucozade: one of GSK's key global brands
Lucozade: one of GSK's key global brands

GlaxoSmithKline (GSK) is to follow the brand management strategies of Unilever, Procter & Gamble and Reckitt Benckiser by placing key brands within a 'fast-moving consumer healthcare' structure.

The pharmaceutical manufacturer, which is negotiating the sell-off of 19 of its brands, is relaying its repositioning to agencies, as it aims to capitalise on demand for over-the-counter ‘wellness’ products.

Under the leadership of Emma Walmsley, president of consumer healthcare Europe, the company is seeking stronger brand leadership, with fewer global brands in its portfolio. The shift comes after GSK merged its UK Nutritional Healthcare division with its Consumer Healthcare business earlier this year. This created a bigger unit for brands including Lucozade, Ribena, Sensodyne and Panadol.

The change in approach by GSK, which has undergone several restructures in the past few years, includes redeploying staff across the business, according to sources.

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